How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. But copywriting possesses one key element that most other forms of art don't ? a commercial imperative.

Because the copywriter's audience is driven by the realities of the business market, so too is the copywriter. Although the good ones love to write, they don't necessarily love to write about toilet paper and real-estate. Copywriters ? in particular website copywriters ? write because it's their job. And like any job, copywriting has very defined objectives and parameters which determine how the copywriter works, and the kind of material they produce.

So, if you need black and white, this is where you'll find it.

There are two primary commercial realities for a website copywriter. Understand these realities, and you'll understand the writer. Ignore them, and your job will take longer, be more frustrating, be less engaging, and earn you less money.

REALITY 1 ? READER-FRIENDLY AND SEARCH-ENGINE-FRIENDLY

A website copywriter needs to adhere to certain guidelines to ensure your website is both reader-friendly and search-engine-friendly. This is black and white.

Because most websites rely on search engines for their traffic, your website copywriter has to write for two broad audiences: human and computer. This introduces a number of complexities because, quite often, these audiences want different things.

For instance, with humans, less is generally more. But with computers, more is more. Humans need to understand, so the fewer words the better. Search engines, on the other hand, are programmed to think that anything important enough to be ranked highly has to have a lot of words. A website copywriter must balance these conflicting requirements. Your copywriter will work faster and more efficiently if you don't demand too few words or too many.

TIP: If your site needs both humans and search engines, try not to set your heart on less than 100 words per page or more than 300 words. Generally speaking, somewhere in the middle is a nice compromise for both audiences.

And it's not just the number of words used that's important. Humans tend not to like repeated words, whereas search engines do. Humans will understand from your heading what it is you do, and if it's relevant. Mention it once, and they'll generally remember. Search engines are not so smart. They need to be told again and again. This is how they figure out how relevant your site is.

TIP: Don't ask your website copywriter to be a minimalist. The search engines won't like it. By the same token, don't ask them to simply jam every page full of hundreds of your primary keyword phrases, because your human readers won't like that (in fact, neither will the search engines). The trick is to expect each page to repeat one or two primary keyword phrases 5-10 times.

TIP: Remember, balancing human and computer requirements is time consuming. Try to have a clear understanding of the objective of each page before your writer starts. You'll get a much better product with fewer time consuming iterations.

REALITY 2 ? BENEFITS, AUDIENCES, PRODUCTS, SERVICES, FEATURES

A website copywriter deals in benefits, audiences, products, services, and features. This is black and white.

These things may be painfully obvious to you, but they won't be to your copywriter. And although a good copywriter will be able to draw them out of you, they won't be able to accurately and comprehensively identify them alone.

TIP: Before you engage a website copywriter, make a list of what you do, who you do it for, and what benefits it gives them. Your job will cost more if your brief consists of one line, "I want to increase sales!"

When it comes down to it, a good website is written around benefits. Customers are only interested in how you can benefit them. This means benefits are the website copywriter's inspiration. By the end of the project, you'll be sick and tired of hearing your copywriter ask, "But what are the benefits of that to your customer?" You'll definitely thank them for asking though.

TIP: Don't confuse features with benefits. A feature is what you do or how you do it. A benefit is what advantage that brings to the customer. Your list should make a clear distinction between the two. This will save your copywriter a LOT of time, and save you a lot of money. Most importantly, it will MAKE you a lot of money because your website will engage your customer.

Website copywriting is an artform. But because it's an artform with a commercial foundation, it can be understood by anyone in business. And when you understand the commercial realities of the copywriter, the greys of the artform will begin to seem more like the familiar black and white of the nine-to-five. Then, and only then, will you be able to make the most of your website copywriter.

About The Author

* Glenn Murray is an SEO copywriter and Article Submission Specialist. He is a director of PublishHub and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com or http://www.publishhub.com for further details, more FREE articles, or to purchase his e-book, 'SEO Secrets'.

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less than $1. I buy... Read More

The Formulas Freelance Copywriters Employ When Creating Web Content

What is it exactly that copywriters DO when they produce new text for a site... Read More

Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career

For the e-book, Advice from Successful Freelancers: How They Built Their Careers & How You... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business. If your sales copy isn't... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances are you will have to... Read More

Five Steps To Online Copywriting Success

One of the most important priorities of evey online business should be their copywriting. Online... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the children's ... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a sales letter is like the... Read More

8 Reasons to Outsource Your Copywriting

Thinking of hiring a staff writer? Think again. Below, I will give you eight geat... Read More

Copywriting and Your Five Senses

In its most basic form, copywriting is, among other things, the art of conveying a... Read More

Copywriting Businesses - How You Can Get Started

Do you have the training and skills needed for copywriting?Are you looking for a way... Read More

Copywriter Rates, Getting The Facts Beforehand

Have you ever had the experience of hiring a freelance copy writer only to find... Read More

Long Copy vs. Short Copy? If You?re Still Debating This, You?re Missing The Point!

I've seen this ongoing debate debate jump up again recently in several Blogs and message... Read More

How to Get Instant Attention

Most of us have seen a heckler at a baseball game. Sure, he's likely to... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest on the eve of the... Read More

Sell Anything To Anyone On The Internet With Hypnotic Writing

I imagine you are the type of person who really wants to make your idea... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check out my site for information... Read More

Headlines That Pull, Persuade and Propel!

When writing direct response copy, there are a few things that can maximize the responsiveness... Read More

Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack

If you're hunting for a good freelance copywriter and have never done it before, or... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing jobs can seem next to... Read More

3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs to quickly reach out and... Read More

Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings

Once a upon a recent time in a galaxy not so far away, I received... Read More

The Biggest Mistake Copywriters Make

Most of the sales pieces people ask me to rewrite seem to offer great products... Read More

Pulling Sales with Your Ad Copy

One of the best marketing tools available to your internet business is good sales... Read More

Traffics Nice... But Whos Driving?

In the competitive marketplace of the new millennium, the demand for specialized products or services... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next task is to effectively convey... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade, compel and most importantly, sell.However,... Read More

11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)

Think you can take the Copywriting Challenge on your own? Allow me to convince you... Read More

On Copying and Stealing Designs

The notion on the great artist, Pablo Picasso's quote, "Bad artists copy. Good artists steal"... Read More

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect reads your marketing materials... Read More

Why You Should Write To Inform And Not To Sell

Advertising is key! Unfortunately most people waste their money on advertising unless they can play... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every month as a freelancer? Does... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation to stop thinking about it.... Read More

5 Deadly Copywriting Mistakes That Kill Sales

Chances are that you are making many, if not all, of these 5 copywriting mistakes.... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for the web... - Give or... Read More

Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...

In this article, I am going to reveal a dozen words, which could change your... Read More

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to... Read More

Copywriting: Secrets of a Freelancer

Lately, I've been getting emails from other copywriters who ask me questions like "What's your... Read More

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar mistakes in it, do you... Read More

Professional Copywriting Services - How to Provide Your Own

Just because you're running a small business doesn't mean you have to run an amateur... Read More

10 Tips for Aspiring Freelance Copywriters

Every week I receive a couple of emails from people seeking advice on how to... Read More

Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines

Headlines attract attention. Headlines generate interest. The time spent writing headlines can pay you back... Read More

Why Is FREE The Most Powerful Marketing Word You Can Use?

As the famous cowboy Will Rogers once said, "Even if you're on the right track,... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming back week after week. Each... Read More

How You Can Find Freelance Children?s Writing Positions That Will Last

Freelance children's writing positions are always advertised. Rather, the schooling to learn how to write... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes,... Read More

The Five Rules Of Influential Web Writing

Building a professional reputation requires a campaign founded on your words: the positions you endorse,... Read More

How To Find Freelance Jobs - Writing About Food

Did you know that jobs writing about food are available? These opportunities are available in... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times as many people read the... Read More